Understanding the organizational resource base
6 important questions on Understanding the organizational resource base
Explain the framework for assessing/ understanding organizational resources?
What are marketing assets?
What are marketing capabilities?
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What are the main operational marketing capabilities?
2. Advertising, promotion, and selling capabilities: Managing the communication process
3. Distribution capability: Ability to employ existing channels and/or develop new distribution methods for serving customer needs.
4. Pricing and tendering capability
What is the difference between dynamic marketing capabilities and dynamic capabilities?
Under RBV, organizations are seen as collections of resources, assets, and capabilities. How to summarize the portfolio of resources?
· Crown jewels – these are the resources where the organization enjoys an edge over its competitors. These resources need to be guarded and protected to maintain the competitive edge.
· Black holes – resources where the organization has an edge but which don’t contribute to customer value creation.
· Achilles’ heels – where competitors are strong but the organization is weak, and at the same time the resources are important in customer value creation. The resources need to be strengthened.
· Sleepers – resources that neither constitute a competitive advantage nor are important in customer value creation.
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